China branding

7 Oct

One clear sign of China’s integration into the globalised world is the presence of international brands and companies. The most visible are multinational food and drinks franchises, like Starbucks, KFC, Coke and MacDonald’s.

Chinese streets are lined with them – Binjiang Jie, the big shopping street in Tianjin, must have about three MacDonald’s, two KFCs, and three Starbucks. But these franchises made efforts to adapt. The main step for them was to find a Chinese name, adapting that core element of their brand-image – the name-logo, with its unique font and colour. Starbucks here still has green characters, but presents itself as 星巴克 – read ‘Xing Ba Ke (‘Star’ Ba Ke)’.

Choosing a Chinese brand-name is a tricky exercise. You want to mimick the sounds of the original, and Mandarin phonology does not always allow for it. But mostly, the characters chosen to transcribe the brand name will have a meaning of their own, and carry all sorts of associations. Brands must have found good marketing experts here. Carrefour has become 家乐福 – read ‘Jia Le Fu‘ – family happy and rich. Coca Cola became 可口可乐 – read ‘Ke Kou Ke Le‘ – the possibility of a mouthful is the possibility of happiness.

The menus also adapted to local tastes. McCafés serve green tea cheesecake; KFCs offer a congee option, with Chinese doughnut and soy milk, in their breakfast menu.

Global integration went even further. The principle of franchising itself has spread to China, and local brands emerged, like Vanguard 24h supermarkets, Bengon’s cake shops, and Xiabu Xiabu hot pot restaurants.

These local franchises, along with multinational ones, give Chinese streets their new colours. Who knows, maybe we’ll see them appear on Melbourne streets soon, like Taiwanese EasyWay bubble tea and Malaysian Kopitiams already have.

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